Journal of Marketing最新文献_第4页

EXPRESS: Self-Donations and Charitable Contributions in Online Crowdfunding: an Empirical Analysis 快讯在线众筹中的自捐和慈善捐款：实证分析

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2024-05-28 DOI: 10.1177/00222429241260687

Zhuping Liu, Qiang Gao, Raghunath Singh Rao

{"title":"EXPRESS: Self-Donations and Charitable Contributions in Online Crowdfunding: an Empirical Analysis","authors":"Zhuping Liu, Qiang Gao, Raghunath Singh Rao","doi":"10.1177/00222429241260687","DOIUrl":"https://doi.org/10.1177/00222429241260687","url":null,"abstract":"Many charitable projects have started using online crowdfunding platforms to raise donations. The rise of these platforms as fundraising vehicles has been partially driven by easy access to a large pool of potential donors without the significant marketing costs that commonly accompany traditional fundraising. However, such a low cost of entry also results in a significant \"crowding\" of projects, making it difficult for donors to decide which projects to donate to. Thus, a charitable project encounters a fundamental marketing challenge of standing out from other projects when conventional techniques like advertising and promotion are limited. In this paper, we posit that a project can credibly signal its quality via a strategy of \"self-donation,\" whereby the project steward donates to her own project.Our empirical setting is an online education crowdfunding platform. By examining millions of donations, we find that self-donations improve the donation pace, contributed amount, and funding success. We show that the self-donation strategy works only when a self-donation is visible to potential donors and is especially effective at the early stage of the funding cycle or when project stewards are inexperienced, where the projects face significant uncertainty. We find evidence for self-donation as a quality signal through various observable proxies like impact letters to donors and corporate matching. Overall, our findings are consistent with a signaling mechanism that allows the separation of high-quality projects from lower-quality ones.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"23 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2024-05-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141165237","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

EXPRESS: Social Profit Orientation: Lessons from Organizations Committed to Building a Better World 快讯社会利润导向：致力于建设更美好世界的组织的经验教训

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2024-05-20 DOI: 10.1177/00222429241258495

Leonard L. Berry, Tracey S. Danaher, Timothy Keiningham, Lerzan Aksoy, Tor W. Andreassen

{"title":"EXPRESS: Social Profit Orientation: Lessons from Organizations Committed to Building a Better World","authors":"Leonard L. Berry, Tracey S. Danaher, Timothy Keiningham, Lerzan Aksoy, Tor W. Andreassen","doi":"10.1177/00222429241258495","DOIUrl":"https://doi.org/10.1177/00222429241258495","url":null,"abstract":"Services marketing originated as a discipline to guide managers in marketing intangible products; in today’s world, it must also guide managers in serving society. This research develops the concept of a social profit orientation, whereby organizations invest resources for the express purpose of enhancing the common good, especially the well-being of people and the health of the planet. Implementing social initiatives that serve this broader mission is no small challenge, but exemplary organizations are nevertheless charting a practical course. We interviewed leaders from 21 diverse organizations in multiple countries, spanning both for-profit and nonprofit sectors, yielding valuable insights into how they create social profit for individuals, communities, and society at large through their initiatives. Our research, grounded in published theory and directed toward practical implementation, defines the parameters of a social profit orientation and introduces an innovative framework that distills its antecedents, moderators, and outcomes. The experiences shared by our sample of forward-looking, future-oriented organizations can inform and inspire other companies, organizations, and institutions as they operate in environments where far more is expected of them than ever before.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"42 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2024-05-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141074283","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

EXPRESS: Intersectionality in Marketing: a Paradigm for Understanding Understudied Consumers 快讯：营销中的交叉性：了解被研究消费者的范例

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2024-05-20 DOI: 10.1177/00222429241258493

Esther Uduehi, Julian Saint Clair, Rowena Crabbe

{"title":"EXPRESS: Intersectionality in Marketing: a Paradigm for Understanding Understudied Consumers","authors":"Esther Uduehi, Julian Saint Clair, Rowena Crabbe","doi":"10.1177/00222429241258493","DOIUrl":"https://doi.org/10.1177/00222429241258493","url":null,"abstract":"Intersectionality remains largely underutilized within marketing. To address this gap, this paper synthesizes literature to provide tools for incorporating intersectionality into marketing research, including a framework for an intersectional marketing paradigm, a research design roadmap, a research agenda, and key takeaways for stakeholders. The definition of intersectionality focuses on three main components: 1) awareness and acknowledgment of overlapping (rather than isolated) social categories (e.g., gender, race, and class), 2) understanding of how differences in lived experiences at these intersections influence the marketplace, and 3) recognition of how power shapes these lived experiences. This article’s novel research design roadmap features concrete theoretical and methodological approaches for marketing researchers from various backgrounds to utilize intersectionality in solving marketing problems: conducting exploratory subsample analyses, developing intersectional theory and hypotheses, conducting inclusive literature reviews, collecting and reporting detailed demographics, sampling understudied populations, and carefully situating conclusions. The research agenda provides research questions for emerging topics at societal, organizational, and consumer levels. Engaging with intersectionality will help ensure that marketing remains socially relevant, develops diverse and inclusive theories, and more accurately reflects the lived experiences of understudied populations and communities.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"135 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2024-05-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141074037","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

EXPRESS: Production Enjoyment Asymmetrically Impacts Buyers’ Willingness to Pay and Sellers’ Willingness to Charge 快递：生产乐趣不对称地影响买家的支付意愿和卖家的收费意愿

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2024-05-15 DOI: 10.1177/00222429241257913

Anna Paley, Robert W. Smith, Jacob D. Teeny, Daniel M. Zane

{"title":"EXPRESS: Production Enjoyment Asymmetrically Impacts Buyers’ Willingness to Pay and Sellers’ Willingness to Charge","authors":"Anna Paley, Robert W. Smith, Jacob D. Teeny, Daniel M. Zane","doi":"10.1177/00222429241257913","DOIUrl":"https://doi.org/10.1177/00222429241257913","url":null,"abstract":"With the rise of social media and the peer-to-peer economy, sellers can easily tell potential buyers about themselves and their process of producing products and services. This research investigates the influence of a central aspect of the production process that sellers can communicate—their production enjoyment. Buyers are willing to pay a higher price, are more likely to click on ads, and are more likely to choose a product or service when the seller signals that they enjoy producing it. In contrast, sellers are willing to accept lower prices, and actually charge less, for products and services they enjoy producing. Both buyers and sellers make the inference that production enjoyment leads to higher quality products/services, but only buyers rely on this inference when forming their pricing judgments relative to sellers. Nine studies illustrate these effects across a wide variety of products and services, participant samples, and operationalizations of production enjoyment. They show that signals of production enjoyment can influence buyers more than other established signals (e.g., effort) and demonstrate contexts where these effects are more and less likely to occur. These findings offer practical recommendations for both buyers and sellers as well as a variety of theoretical contributions.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"36 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2024-05-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140949752","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

EXPRESS: Anatomical Depiction: How Showing a Product'S Inner Structure Shapes Product Valuations 快递：解剖描绘：展示产品内部结构如何影响产品估值

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2024-05-15 DOI: 10.1177/00222429241257911

Seo Yoon Kang, Junghan Kim, Arun Lakshmanan

{"title":"EXPRESS: Anatomical Depiction: How Showing a Product'S Inner Structure Shapes Product Valuations","authors":"Seo Yoon Kang, Junghan Kim, Arun Lakshmanan","doi":"10.1177/00222429241257911","DOIUrl":"https://doi.org/10.1177/00222429241257911","url":null,"abstract":"Anatomical depiction is a technique where the product is decomposed into components that are spatially arranged in a layer-by-layer manner to visually explicate its inner structure. The authors demonstrate that anatomical depiction, compared to non-anatomical depiction, enhances product valuation. This effect occurs because anatomical depiction elicits a ‘coming together’ of the inner components in consumers’ minds thereby evoking a gestalt image of the product – a process labeled simulated assemblage. The elicitation of simulated assemblage in turn boosts their confidence in the product’s performance. Two field experiments first demonstrate that anatomical depiction leads to greater engagement in online settings such as peer-to-peer selling and social media advertising. Subsequently, seven laboratory and online experiments show when and how anatomical depiction elicits simulated assemblage (Studies 1A–C), test the process underlying the effect of anatomical depiction on product valuation (Studies 2A–B), and delineate two boundary conditions, showing that the positive effect of anatomical (vs. non-anatomical) depiction attenuates for consumers higher (vs. lower) in technology anxiety (Study 3) and when consumers have a hedonic (vs. utilitarian) consumption goal (Study 4). Collectively, this work provides insights to firms on how and when to use anatomical depiction to enhance consumers’ confidence in and valuation of the product.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"124 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2024-05-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140949749","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

EXPRESS: Spring Forward = Fall Back? the Effect of Daylight Saving Time Change on Consumers’ Unhealthy Behavior 快讯夏令时变化对消费者不健康行为的影响

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2024-05-09 DOI: 10.1177/00222429241256570

Ramkumar Janakiraman, Harsha Kamatham, Sven Feurer, Rishika Rishika, Bhavna Phogaat, Marina Girju

{"title":"EXPRESS: Spring Forward = Fall Back? the Effect of Daylight Saving Time Change on Consumers’ Unhealthy Behavior","authors":"Ramkumar Janakiraman, Harsha Kamatham, Sven Feurer, Rishika Rishika, Bhavna Phogaat, Marina Girju","doi":"10.1177/00222429241256570","DOIUrl":"https://doi.org/10.1177/00222429241256570","url":null,"abstract":"Prior research documents deleterious consequences of the annual clock change to daylight saving time in many contexts, but little is known about the effect the policy has on consumer behavior. While policy debates around ending seasonal clock changes continue, millions of consumers worldwide are potentially adversely affected by the time change. Drawing on the notions of sleepiness and self-control, the authors propose a framework of how the onset of daylight saving time increases unhealthy behavior. The hypotheses are tested via two studies cast in the difference-in-differences modeling framework capturing consumption before and after the time change and across consumers who experience the transition versus who do not. Results of the first study suggest that the onset of daylight saving time increases calorie consumption from packaged snacks that are largely unhealthy, specifically in the evening and on cloudy days. The effect of the end of daylight saving time is not significant, suggesting an overall asymmetric effect of the time change on unhealthy behavior. Study 2 reveals that the onset of daylight saving time decreases fitness center visits, particularly for consumers without healthy consumption habits and with high transaction costs. Analysis of social media data suggests that consumers find the time change disruptive. Overall, the findings imply that public policy makers and businesses should find ways to support consumers around the onset of daylight saving time.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"1 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2024-05-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140903285","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

EXPRESS: Continued Use Trajectories: How Entropy Work Sustains Technology Assemblages 快递：持续使用轨迹：熵工作如何维持技术组合

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2024-05-03 DOI: 10.1177/00222429241255306

Paolo Franco, Robin Canniford, Marcus Phipps, Amber M. Epp

{"title":"EXPRESS: Continued Use Trajectories: How Entropy Work Sustains Technology Assemblages","authors":"Paolo Franco, Robin Canniford, Marcus Phipps, Amber M. Epp","doi":"10.1177/00222429241255306","DOIUrl":"https://doi.org/10.1177/00222429241255306","url":null,"abstract":"Why do some technology products enjoy enduring continued use while others are quickly discarded? Existing marketing research explains that continued use is motivated by cost-benefit decisions over how useful a tech-product is and how easy it is to use. Yet the interconnected nature of contemporary technologies means that continued use can depend on tech-products’ capacities to interact with other devices, objects, infrastructures, and people as parts of assemblages that generate useful properties. By theorizing interview and observational data of technology consumption through the lens of Assemblage Theory, the authors identify four continued use trajectories. These explain different paths from adoption to discontinued use by distinguishing component parts’ capacities to interact and hold assemblages together to sustain emergent properties. In each trajectory, continued use is sustained by entropy work to support a tech-product’s usefulness and ease-of-use. The implications of entropy work for theories of continued use and broader marketing scholarship are considered, and recommendations to help firms manage the opportunities and risks that accompany different continued use trajectories are offered.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"18 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2024-05-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140826393","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

EXPRESS: Managing Brand Relationship Plurality: Insights from the Non-profit Sector 快讯：管理品牌关系多元化：非营利部门的启示

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2024-04-24 DOI: 10.1177/00222429241253193

Verena Gruber, Jonathan Deschênes

{"title":"EXPRESS: Managing Brand Relationship Plurality: Insights from the Non-profit Sector","authors":"Verena Gruber, Jonathan Deschênes","doi":"10.1177/00222429241253193","DOIUrl":"https://doi.org/10.1177/00222429241253193","url":null,"abstract":"The non-profit sector is home to some of the most recognized and trustworthy brands, all competing for financial resources and volunteers. Akin to consumers, volunteers entertain relationships with non-profit brands. These relationships have recently become more diverse as individuals increasingly look for more ephemeral and distant forms of involvement. Drawing on an extensive qualitative dataset of the Vienna Red Cross comprising participant observation, archival data, and in-depth interviews, the authors conceptualize this non-escalating, episodic engagement as a neither-growing-nor-fading (NGNF) relationship. This theorization adds to the literature on consumer–brand relationships, which has predominantly focused on the cultivation of strong relationships. Informed by practice theory, the authors elaborate distinct brand relationship practices key to successfully maintaining NGNF relationships (acquiring and activating) while catering to volunteers following the traditional path of relationship intensification (building and cultivating). The analysis identifies constellations of practice elements conducive to managing both types of brand relationships in a symbiotic manner. The authors argue for the importance of moving beyond an exclusive focus on relationship growth and embracing non-escalating relationships. This study thus contributes to nascent theorizing on brand relationships that do not follow an axiology valuing growth and intensification.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"148 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2024-04-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140643183","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

EXPRESS: No Comments (from You): Understanding the Interpersonal and Professional Consequences of Disabling Social Media Comments 快讯：禁止评论（来自您）：了解禁用社交媒体评论的人际和职业后果

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2024-04-22 DOI: 10.1177/00222429241252842

Michelle E. Daniels, Freeman Wu

引用次数: 0

EXPRESS: Group or Individual Sales Incentives? What Is Best for Brand-Managed Retail Sales Operations? 快递：团体还是个人销售激励？什么最适合品牌管理的零售销售业务？

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2024-04-12 DOI: 10.1177/00222429241249424

Wenshu Zhang, Jia Li, Subramanian Balachander

引用次数: 0